Mattel’s “Avatar” toy line will feature heroes, creatures and vehicles straight from the blockbuster film. Each action figure or vehicle will come with a 3D web tag, bringing a new level of interactivity to Mattel’s newest action play line. Utilizing a computer’s webcam, consumers can “scan” the web tag, unlocking special content unique to the product, like bio information on action figures and creatures, virtually on a home computer.
"Avatar is one of the biggest and most anticipated films of 2009", said Dekel. "The new universe created in the film is everything one would expect coming from the mind of James Cameron, one of the most accomplished creators and filmmakers of our time. In bringing this fantastic new universe to life in toys, it was essential that we partner with the world's biggest and best, Mattel. Mattel's abilities to continually innovate and strategically grow a toy brand over many years will be core to our long-term strategies."
“Mattel has a long history of teaming up with some of Hollywood’s biggest blockbusters, and it continues with our partnership with ‘Avatar,’” said Tim Kilpin, GM for Boys, Girls & Games, Mattel, Inc. “Developing toys for a movie as anticipated and innovative as ‘Avatar’ allows us to push the envelope with our own innovation and design to produce an exciting, engaging lineup of products.”
Jon Landau, producer of Avatar added, “I’m a firm believer that a great toy program, done right and with the right creative collaboration can extend the movie experience. Jim and I have been working intimately with both Fox L&M and Mattel to ensure that this will be a top-notch innovative toy line-up. We have seen the products and can’t wait for their release.”
More than 10 years in the making, “Avatar” marks Cameron's return to feature directing since helming 1997's “Titanic,” the highest grossing film of all time and winner of eleven Oscars® including Best Picture. “Avatar” is an epic adventure film where ex-marine Jake Sully is torn between duty and honor when he finds himself caught in a battle between the heavily armed forces of Earth’s most powerful star-faring consortium and an exotic, noble alien race whose entire world is threatened by the human invaders.
The “Avatar” cast includes Sam Worthington, Zoe Saldana, and Sigourney Weaver. Academy Award-winning visual effects house, WETA Digital, renowned for its work in “The Lord of the Rings” Trilogy and “King Kong,” will incorporate new intuitive CGI technologies to transform the environments and characters into photorealistic 3D imagery that will transport the audience into the alien world rich with imaginative vistas, creatures and characters.
ABOUT TWENTIETH CENTURY FOX LICENSING & MERCHANDISING
A recognized industry leader, Twentieth Century Fox Licensing and Merchandising licenses and markets properties worldwide on behalf of Twentieth Century Fox Film Corporation, Twentieth Television and Fox Broadcasting Company, as well as third party lines. The division is aligned with Twentieth Century Fox Television, one of the top suppliers of primetime entertainment programming to the broadcast networks.
No comments:
Post a Comment